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SAMSUNG PROPRIETARY AND CONFIDENTIAL Samsung EO TV Digital Launch Toolkit March 2023

This material contains important management and technical information. If revealed to a competitor, this information may result in various losses, such as losing the technological or competitive advantage against the competitor. Thus, leaking or forwarding any content of this document is strictly prohibited. Violators will be subject to discipline according to the company information security regulation. SAMSUNG PROPRIETARY AND CONFIDENTIAL Confidentiality notice 2 SAMSUNG DIGITAL TOOLKIT

SAMSUNG PROPRIETARY AND CONFIDENTIAL TV Products per range: 4 Neo QLED 8K • QN900C • QN800C • QN700C SAMSUNG DIGITAL TOOLKIT Neo QLED 4K • Q95C • Q90C • Q85C AV • Q990C • Q930C • Q800C • Q700C • Q600C • C450 • C400 QLED • Q80C • Q70C • Q60C OLED • S95C • S90C Crystal UHD • CU8500 • CU8000 • CU7100 Lifestyle • LS03C

SAMSUNG PROPRIETARY AND CONFIDENTIAL Products included in this Toolkit: 5 Phase 1 – Ava i l a b l e N ow Neo QLED 8K • QN900C (17 | 30 | 51 | 73 | 95 | 117) • QN800C (17 | 31 | 52 | 74 | 96 | 118) OLED • S95C (23 | 39 | 60 | 82 | 104 | 126) SAMSUNG DIGITAL TOOLKIT Phase 2 – Ava i l a b l e N ow Neo QLED 8K • QN700C (18 | 32 | 53 | 75 | 97 | 119) Neo QLED 4K • QN95C (19 | 33 | 54 | 76 | 98 | 120) • QN90C (19 | 34 | 55 | 77 | 99 | 121) • QN85C (20 | 35 | 56 | 78 | 100 | 122) QLED • Q80C (21 | 36 | 57 | 79 | 101 | 123) • Q70C (21 | 37 | 58 | 80 | 102 | 124) • Q60C (22 | 38 | 59 | 81 | 103 | 125) Phase 3 – Ava i l a b l e N ow OLED • S90C (23 | 40 | 61 | 83 | 105 | 127) Crystal UHD • CU8500 (24 | 41 | 62 | 84 | 106 | 128) • CU8000 (24 | 41 | 63 | 85 | 107 | 129) • CU7100 (24 | 42 | 64 | 86 | 108 | 130) Lifestyle • LS03C (25 | 43 | 65 | 87 | 109 | 131) AV • C450 (26 | 44 | 66 | 88 | 110 | 132) • C400 (26 | 45 | 67 | 89 | 111 | 133) • Q600C (27 | 46 | 68 | 90 | 112 | 134) • Q700C (27 | 47 | 69 | 91 | 113 | 135) • Q800C (28 | 48 | 70 | 92 | 114 | 136) • Q930C (28 | 49 | 71 | 93 | 115 | 137) • Q990C (29 | 50 | 72 | 94 | 116 | 138)

SAMSUNG PROPRIETARY AND CONFIDENTIAL Key Visuals 6 01

SAMSUNG PROPRIETARY AND CONFIDENTIAL 7 SAMSUNG DIGITAL TOOLKIT Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can be d ownloaded from your secure repository, as guided by your ECM. Key Visuals – QN900C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 8 SAMSUNG DIGITAL TOOLKIT Key Visuals – QN800C Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can be d ownloaded from your secure repository, as guided by your ECM.

SAMSUNG PROPRIETARY AND CONFIDENTIAL 9 SAMSUNG DIGITAL TOOLKIT Key Visuals – S95C Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can be d ownloaded from your secure repository, as guided by your ECM.

SAMSUNG PROPRIETARY AND CONFIDENTIAL Features & Benefits 10 02

SAMSUNG ERETAIL TOOLKIT BEST PRACTICE APPROACH Driving visibility How to support discoverability of Neo QLED 8K, Neo QLED 4K, OLED, QLED & Crystal UHD. Product listing pages Best practice suggestions for the use of filters and the appearance and positioning of Samsung products on PLPs. Driving premium Keyword suggestions to increase traffic for users in the market. Onsite recommendations to grow awareness of products. Onsite search For branded, unbranded and product -related searches, best practices for the appearance of Samsung products to promote awareness and avoid competitor clashes. Page types Design and layout suggestions to best promote Samsung products on all types of pages (branded, category, campaign). SEO Optimised page title, meta description, structured data and imagery to maximise visibility & ensure high quality listings. Paid search How to produce the best in -class paid search campaigns, from advert creation, growing unbranded coverage and optimal landing pag es. Includes actions to avoid unwanted impressions and extensions to maximise impact of ads. Social How to ensure targeting, tracking and creatives are optimal for promotion and measures to protect Brand Safety. Increase orga nic visibility of products on Social and take proactive steps to engage with users, both positive and negative. Best Practice for Customer Journey / Marketing Guidance

SAMSUNG PROPRIETARY AND CONFIDENTIAL 12 Glossary SAMSUNG DIGITAL TOOLKIT Terms used to describe features and benefits of a device, including other commonly used terms across the World Wide Web. What does it mean? QLED QLED or Quantum Light Emitting Diode TVs use LEDs to light up the screen from the edges or behind the TV panel, evenly distri buting luminance across the whole display. Neo QLED Neo QLED TVs Quantum Dot display swaps out traditional LEDs for tens of thousands of ‘Mini-LEDs’. The TV panel can fit a greater volume of Mini- LEDs allowing greater control over every bit of the screen, enabling the highest picture quality. Overall contributing to a great HDR experience with a brighter, more vivid picture. OLED Organic Light -Emitting Diode. Diode A diode is a component that conducts electricity, and when combined with an organic compound that glows when a charge is passed through it, creates light. HDR Remastering Refers to an image that displays far greater contrast – so dark areas of the picture look darker while, at the same time, bright areas look brighter. 14 -bit Processing 14 -bit technology gives up to 16,384 possible values, four times as many compared to 12-bit. Increased bit rate does not result in more pixels or a wider range of colours, but rather more accurate precision on each pixel. Dolby Atmos Dolby Atmos is a surround sound technology developed by Dolby Laboratories. It expands on existing surround sound systems by add ing height channels, allowing sounds to be interpreted as three-dimensional objects with neither horizontal nor vertical limitation. Pantone A system for matching colours, used in specifying printing inks.

SAMSUNG PROPRIETARY AND CONFIDENTIAL Website Content 13 03

SAMSUNG PROPRIETARY AND CONFIDENTIAL 14 Best practice CX SAMSUNG DIGITAL TOOLKIT Guidance Evidence (Source: Samsung simulated eRetail Multi -Variant Testing, 2021) Product title Optimised for shoppers and search engines to give key information about the product, including the product name and key feature(s) which set it apart from other Samsung ranges and competitors. - Comprehensive product titles were most preferred as they help users understand the core attributes and features of a product. - Comprehensive product titles: catch users’ attention vs basic titles; suggest the product offers a wide range of features; provides them with key information to prompt them to find out more about the product. Product bullets Summarises comparable and differentiating information about the product, using a good balance of real-life benefit and technology on offer (esp. to justify price -point if premium). - Users prefer bullet- point copy that helped them understand the real life benefits , whilst showcasing the technology on offer. - Ensure copy is straightforward – avoid jargon, be succinct & to- the -point, always be user- friendly and explain benefits. Product description Give more in-depth information about the key features, explained in a simple way. Ensure the differences between the ranges is clear from the description. Carousel Has 10 -20 images; product shots should be shown first, followed by prioritised features with text overlay to explain the feature, a video then lifestyle imagery and what’s in the box. - 76% of users who saw 20 images felt it was the right amount vs 57% with 5 images. - Adding more images to the PDP carousel nearly doubles a product’s conversion rate +90% - Key product features with accompanying text help users understand them the real-life benefits much more effectively vs no text overlay. Rich content Use images and text to convey real-life benefits while showcasing the design, technology and innovation on offer. - Samsung branded ‘rich content’ increased the unaided recall of product features & benefits vs plain text description, - When images were used in rich content, the features looked more appealing and premium to users. Video Include a product specific feature video to showcase key FABs, give the user the opportunity to envisage the product in their home & how it supports their lifestyle. Include more detailed tech videos to explain more complicated features. - Adding video can provide up to +51% uplift in conversion rate* * Source: Profitero 2018 -2019 Amazon.com research

SAMSUNG PROPRIETARY AND CONFIDENTIAL 15 Best practice CX SAMSUNG DIGITAL TOOLKIT Guidance Evidence (Source: Samsung simulated eRetail Multi -Variant Testing, 2021) FAQs A list of the most frequently asked questions across the ranges. - 68% of users indicated they would use Google or a Live Chat function for help with missing information which indicates an immediate answer is desired. - FAQs on PDP will support shoppers immediately in absence of live chat. Consumer reviews A high number of positive reviews, to encourage users to trust the product. Negative comments aren’t favourable, but their impact is made worse if ignored and not responded to. Only showing positive reviews can sometimes appear inauthentic. - Responding to negative reviews increases the % of users who maintain trust in the product (even when a negative review is present) from 48% to 65%. Cross -sell Recommending additional products relevant to Samsung QN900C series target audiences e.g. Samsung Lifestyle TVs, Cordless Stick Vacuum. - Over 50% of users would consider purchasing a complementary product with a Samsung product, when prompted to do so. - Communicating the benefits of compatible products increased purchase consideration from 7% to 14% (vs. promoting the product as a bundle/add on with no explanation of Features and Benefits). - Complementary products are most noticeable when placed higher up on the page. Up -sell Encouraging users to buy a bigger size or better product. - Comparison tables drive interest in higher end models and help users differentiate between the range. - On seeing a comparison table, users selected higher end models based on having better features and were willing to spend 57% more. Warranty If applicable, talk about the warranty on PDPs and use badging on PLPs if possible. - 63% users think the warranty is a ‘very important’ factor in decision -making.

Product Title Guidance Objective To align with the Global Brand Guidelines and to promote consistency and awareness across all channels. Output Increased awareness and correct use of product terms across channel and consumer. Name Formula [Brand] [Resolution] [Size] [Screen Type] [Smart Capabilities] [Model Number & Year] EXAMPLE Samsung 8K 65” Neo QLED Smart TV QN900C 2023 Product Names Samsung 4K 65” OLED Smart TV S95C 2023 Samsung 8K 65” Neo QLED Smart TV QN900C 2023 Samsung 8K 65” Neo QLED Smart TV QN800C 2023 Research Highlights: - Comprehensive product titles were most preferred as they help users understand the core attributes and features of a product - Comprehensive product titles catch users’ attention vs basic titles; suggests the product offers a wide range of features; provides them with key information to prompt them to find out more about the product *Source: Samsung Simulated Multi -Variant Testing March 2021 Below is the best practice formula for full product naming convention based on search volume & hierarchy:

Neo QLED 8K - QN900C • Outstanding detail, even in the darkest and brightest scenes with Quantum Matrix Technology Pro • Our most -intelligent processor transforms every picture into glorious 8K (Neural Quantum Processor 8K) • Near -invisible bezel removes distractions for the most captivating viewing experience (Infinity Screen) • Dolby Atmos® technology boosted by new top channel speakers for total sound immersion • You’re one click away from your favourite movies, TV shows and more with Smart Hub Key Features by Order Neo QLED 8K - QN800C • Outstanding detail, even in the darkest and brightest scenes with Quantum Matrix Technology Pro • Our most -intelligent processor transforms every picture into glorious 8K (Neural Quantum Processor 8K) • Next -level, impossibly slim profile TV that blends right in (Infinity One Design) • Dolby Atmos® technology boosted by new top channel speakers for total sound immersion • Only on Samsung screens will you get consistent, authentic colour validated by PANTONE

Neo QLED 8K - QN700C • Mini -LEDs powered by Quantum Matrix Technology deliver exceptional detail, even in the brightest and darkest scenes • Next -level, impossibly slim profile TV that blends right in (Infinity One Design) • Feel the power of every frame with 33 million pixels and a resolution four times that of 4K (Real 8K Resolution) • Immerse yourself in the action with Dolby Atmos ® sound technology (Dolby Atmos without Top Channel Speakers) • You’re one click away from your favourite movies, TV shows and more with Smart Hub Key Features by Order

Neo QLED 4K - QN95C • Mini -LEDs powered by Quantum Matrix Technology deliver exceptional detail, even in the brightest and darkest scenes • Next -level, impossibly slim profile TV that blends right in (Infinity One Design) • Ingenious AI -powered processor transforms your entertainment (Neural Quantum Processor 4K) • Dolby Atmos® technology boosted by new top channel speakers for total sound immersion • You’re one click away from your favourite movies, TV shows and more with Smart Hub Neo QLED 4K - QN90C • Mini -LEDs powered by Quantum Matrix Technology deliver exceptional detail, even in the brightest and darkest scenes • Ingenious AI -powered processor transforms your entertainment (Neural Quantum Processor 4K) • Enjoy content from all angles, any time of day, with Anti Reflection • Dolby Atmos® technology boosted by new top channel speakers for total sound immersion* • You’re one click away from your favourite movies, TV shows and more with Smart Hub Disclaimer: *Top channel speaker not available on 50/43” use alternate copy for these models Key Features by Order

Neo QLED 4K - QN85C • Mini -LEDs powered by Quantum Matrix Technology deliver exceptional detail, even in the brightest and darkest scenes • Ingenious AI -powered processor transforms your entertainment (Neural Quantum Processor 4K) • Dolby Atmos® technology boosted by new top channel speakers for total sound immersion • You’re one click away from your favourite movies, TV shows and more with Smart Hub • Ultra slim sleek design looks beautiful from all angles (NeoSlim design) Key Features by Order

QLED - Q80C • Enjoy ultra -fine contrast with precision -controlled LEDs (Direct Full Array) • Ingenious AI -powered processor transforms your entertainment (Neural Quantum Processor 4K) • Moving picture brought to life with Real Depth Enhancer, inspired by the human eye • You’re one click away from your favourite movies, TV shows and more with Smart Hub • Smart devices managed direct from the TV, with SmartThings Key Features by Order QLED - Q70C • Ingenious AI -powered processor transforms your entertainment (Neo Quantum Processor 4K) • Level up your gaming with ultra -smooth 4K 120Hz motion (Motion Xcelerator Turbo+) • True -to -life picture with incredible depth, detail and brightness (Quantum HDR) • You’re one click away from your favourite movies, TV shows and more with Smart Hub • Smart devices managed direct from the TV, with SmartThings

QLED - Q60C • A billion shades of colour, brought to you by 100% Colour Volume with Quantum Dot • True -to -life picture with incredible depth, detail and brightness (Quantum HDR) • A sleek and slim design that blends effortlessly into any space (AirSlim) • You’re one click away from your favourite movies, TV shows and more with Smart Hub • Smart devices managed direct from the TV, with SmartThings Disclaimer: *43” model uses HDR. Models from 50” and above use Quantum HDR. Key Features by Order

Key Features by Order OLED - S95C • Experience deep blacks, clean whites and all colours in between with Samsung’s unique OLED technology • Multi -intelligent AI -powered processor unleashes the full power of 4K (Neural Quantum Processor 4K) • Next -level, impossibly slim profile TV that blends right in (Infinity One Design) • Dolby Atmos® technology boosted by new top channel speakers for total sound immersion • Reduced stutter and screen tearing for effortlessly smooth gameplay (FreeSync Premium Pro) OLED – S90C • Deep blacks, clean whites and lively colours, driven by Quantum Dot • Intelligent AI -powered processor unleashes the full power of 4K (Neural Quantum Processor 4K) • Blends seamlessly into any interior with the super slim, sleek, modern design (LaserSlim Design) • Smooth and flowing motion ensures an enjoyable gaming experience on the big screen without lagging (Motion Xcelerator Turbo Pro) • Dolby Atmos® Technology. The next level of multi -dimensional sound immerses you in an incredible audio experience

Key Features by Order Crystal UHD - CU7100 • PurColour brings fine -tuned colour for a vibrant, lifelike picture, making your favourite movies or shows mesmerising • Powerful Crystal Processor 4K makes you feel every shade of colour in the content you love • Samsung's new Smart Hub means you are just one click away from your favourite content. With three categories —Media, Game, and Ambient —Smart Hub optimises your experience based on how you use your TV* • Be fully immersed in the audio experience with 3D surround sound that tracks the action • Enjoy sound intelligently optimised to your content (Adaptive Sound) Disclaimer: * Varies by region Crystal UHD - CU8500 & CU8000 • Advanced Dynamic Crystal Colour technology immerses you in the picture with one billion shades of colour • The mind -blowing slim design of your TV blends into the wall seamlessly (Airslim ) • Powerful Crystal Processor 4k makes you feel every shade of colour in the content you love • Samsung's new Smart Hub means you are just one click away from your favourite content. With three categories —Media, Game, and Ambient —Smart Hub optimises your experience based on how you use your TV* Disclaimer: *Varies by region

Lifestyle – LS03C • Don’t let the sunlight interrupt the midday match or the lamp reflection ruin your evening movie (Matte Display) • The elegant, modern, slim Frame design blends flawlessly to elevate your home décor • Design your own TV with customisable bezels and on -screen content in a variety of colours and styles • Elegantly display your beautiful art collection when the TV is off (Art Mode) • Designed to look like a picture frame, the slim -fit wall mount hangs flush to the wall with a sleek and stylish look that blends in seamlessly with your home interior Key Features by Order

AV - C400 • Watch your favourite movies or TV shows with the booming bass of a built- in woofer • Control your Soundbar’s power and settings with one Samsung TV remote • Room -filling surround sound with Surround Sound Expansion (SSE) • Connect your Soundbar to TV via Bluetooth® and enjoy your favourite content without unsightly cables • Wirelessly connect to rear speakers for surrounds sound and a more immersive cinematic experience • Reduce overall decibels at night by compressing the bass and pick up dialogue without disturbing others (Night Mode) • Catch every word and hear the dialogue clearly with optimised EQ settings • Connect instantly and listen to your favourite music by placing your smartphone over the NFC (Near -Field Communication) Key Features by Order AV - C450 • Enjoy deep, rich bass with a wireless subwoofer • For those who need extra bass and bigger sensations, Bass Boost mode adds even more power to your listening experience • Real -time scene analysis adapts your sound to match what's happening on the screen (Adaptive Sound Lite) • Enhance your gaming experience with cross -talk cancellation technology that removes distracting noises and optimises sounds to pinpoint their exact locations • Control your Soundbar’s power and settings with one Samsung TV remote

AV - Q600C • Outstanding 3D sound that wraps around you with Dolby Atmos / DTS:X • Captivating true 3.1.2ch surround sound that delivers an immersive listening experience • Enjoy sound through your TV speakers & Soundbar working in harmony with Q -Symphony • Adaptive Sound automatically enhances the audio, delivering clear voices and detailed sounds - no matter the content or volume • Experience 3D sound optimised for your gameplay with Game Mode Pro Key Features by Order AV - Q700C • Experience the ultimate 3D sound with the world’s first Wireless Dolby Atmos surround sound • Captivating true 3.1.2ch surround sound that delivers an immersive listening experience • Enjoy sound through your TV speakers & Soundbar working in harmony with Q -Symphony • Experience sound optimised for any room in your home with SpaceFit Sound • Control your Soundbar with your voice assistant

AV - Q800C • Experience the ultimate 3D sound with the world’s first Wireless Dolby Atmos surround sound • Immersive true 5.1.2ch surround sound that delivers a powerful audio experience • Enjoy sound through your TV speakers & Soundbar working in harmony with Q -Symphony • Experience sound optimised for any room in your home with SpaceFit Sound Pro • With Voice Assistant built- in, you can easily find what you’re looking for, hands -free Key Features by Order AV - Q930 C • Experience the ultimate 3D sound with the world’s first Wireless Dolby Atmos surround sound • Unrivalled true 9.1.4ch surround sound that envelopes you for a truly immersive listening experience • Enjoy breathtaking overhead audio for the ultimate theatre sound quality with up -firing rear speakers • Enjoy sound through your TV speakers & Soundbar working in harmony with Q -Symphony • Experience sound optimised for any room in your home with SpaceFit Sound Pro

Key Features by Order AV - Q990C • Experience the ultimate 3D sound with the world’s first Wireless Dolby Atmos surround sound • Unrivalled true 11.1.4ch surround sound that envelopes you for a truly immersive experience • Enjoy breathtaking overhead audio for the ultimate theatre sound quality with up -firing rear speakers • Enjoy sound through your TV speakers & Soundbar working in harmony with Q -Symphony • Experience sound optimised for any room in your home with SpaceFit Sound Pro

SAMSUNG PROPRIETARY AND CONFIDENTIAL 73 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. Neo QLED 8K - QN900C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 74 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. Neo QLED 8K - QN800C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 75 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. Neo QLED 8K - QN700C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 76 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. Neo QLED 4K - QN95C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 77 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. Neo QLED 4K - QN90C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 78 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. Neo QLED 4K - QN85C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 79 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. QLED - Q80C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 80 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. QLED - Q70C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 81 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. QLED - Q60C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 82 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. OLED - S95C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 83 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. OLED - S90C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 84 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. Crystal UHD – CU8500

SAMSUNG PROPRIETARY AND CONFIDENTIAL 85 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. Crystal UHD – CU8000

SAMSUNG PROPRIETARY AND CONFIDENTIAL 86 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. Crystal UHD – CU7100

SAMSUNG PROPRIETARY AND CONFIDENTIAL 87 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. Lifestyle – LS03C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 88 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. AV – C450

SAMSUNG PROPRIETARY AND CONFIDENTIAL 89 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. AV – C400

SAMSUNG PROPRIETARY AND CONFIDENTIAL 90 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. AV – Q600C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 91 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. AV – Q700C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 92 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. AV – Q800C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 93 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. AV – Q930C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 94 SAMSUNG DIGITAL TOOLKIT Feature Visuals Here are series visuals to utilise in banners, landing pages or product pages. Master assets available from SMC . To receive content, please contact your ECM. AV – Q990C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 95 SAMSUNG DIGITAL TOOLKIT Rich content brings to life key product features in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM . Section 1 Section 2 Section 3 PDP Neo QLED 8K - QN900C Overview

SAMSUNG PROPRIETARY AND CONFIDENTIAL 96 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP Neo QLED 8K - QN800C Overview Rich content brings to life key product features in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 97 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP Neo QLED 8K - QN700C Overview Rich content brings to life key product features in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 98 SAMSUNG DIGITAL TOOLKIT Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM . Section 1 Section 2 Section 3 PDP Neo QLED 4K - QN95C Overview

SAMSUNG PROPRIETARY AND CONFIDENTIAL 99 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP Neo QLED 4K - QN90C Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 100 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP Neo QLED 4K - QN85C Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 101 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP QLED - Q80C Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 102 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP QLED - Q70C Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 103 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP QLED - Q60C Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 104 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP OLED - S95C Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 105 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP OLED – S90C Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 106 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP Crystal UHD – CU8500 Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 107 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP Crystal UHD – CU8000 Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 108 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP Crystal UHD - CU7100 Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 109 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP Lifestyle – LS03C Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 110 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP AV – C450 Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 111 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP AV – C400 Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 112 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP AV – Q600C Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 113 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP AV – Q700C Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 114 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP AV – Q800C Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 115 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP AV – Q930C Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM .

SAMSUNG PROPRIETARY AND CONFIDENTIAL 116 SAMSUNG DIGITAL TOOLKIT Section 1 Section 2 Section 3 PDP AV – Q990C Overview Rich content helps bring to life the key features of the product in a clearly understandable and visually dynamic way. Please note, where it is not possible to use an in -page video, a high -res still has been produced to use in its place. Master assets available from SMC . To receive content, please contact your ECM . Phase 3 new model

SAMSUNG PROPRIETARY AND CONFIDENTIAL 117 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. Neo QLED 8K - QN900C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 118 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. Neo QLED 8K – QN800C New Imagery

SAMSUNG PROPRIETARY AND CONFIDENTIAL 119 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. Neo QLED 8K – QN700C New Imagery

SAMSUNG PROPRIETARY AND CONFIDENTIAL 120 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. Neo QLED 4K - QN95C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 121 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. Neo QLED 4K - QN90C New Imagery

SAMSUNG PROPRIETARY AND CONFIDENTIAL 122 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. Neo QLED 4K – QN85C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 123 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. QLED – Q80C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 124 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. QLED – Q70C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 125 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. QLED – Q60C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 126 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. OLED – S95C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 127 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. OLED – S90C New Imagery

SAMSUNG PROPRIETARY AND CONFIDENTIAL 128 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. Crystal UHD – CU8500

SAMSUNG PROPRIETARY AND CONFIDENTIAL 129 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. Crystal UHD – CU8000

SAMSUNG PROPRIETARY AND CONFIDENTIAL 130 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. Crystal UHD – CU7100

SAMSUNG PROPRIETARY AND CONFIDENTIAL 131 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. Lifestyle – LS03C New Imagery

SAMSUNG PROPRIETARY AND CONFIDENTIAL 132 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. AV – C450

SAMSUNG PROPRIETARY AND CONFIDENTIAL 133 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. AV – C400

SAMSUNG PROPRIETARY AND CONFIDENTIAL 134 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. AV – Q600C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 135 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. AV – Q700C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 136 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. AV – Q800C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 137 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. AV – Q930C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 138 SAMSUNG DIGITAL TOOLKIT Lifestyle Visuals Any local promotion and associated Terms & Conditions will be communicated on the Key Visuals and PDP River Pages which can b e d ownloaded from your secure repository, as guided by your ECM. AV – Q990C

SAMSUNG PROPRIETARY AND CONFIDENTIAL 139 Consumer Reviews Guidance for on -site product review syndication. Channels with BazaarVoice • Approximately 7 days after publication on Samsung.com* - device review will interface to channel website *Users need to register to review a Samsung product. BazaarVoice moderates all reviews before publication. Syndication is automatic. Channels without BazaarVoice • Bespoke review solutions may be able to syndicate Samsung.com reviews via an API or manual upload method Please contact your ECM to discuss bespoke product review solutions. Samsung SAMSUNG DIGITAL TOOLKIT 1 Trust in Ad Format, Nielsen 2015 Source: BazaarVoice, Feb 2019 Research Highlights: - Responding to negative reviews increases the % of users who maintain trust in the product even when a negative review is present from 48% to 65%* *Source: Samsung Simulated Multi -Variant Testing March 2021

SAMSUNG PROPRIETARY AND CONFIDENTIAL 140 Review Guidance SAMSUNG DIGITAL TOOLKIT 1 At least 10 reviews are present with an average rating of +4*, including reviews syndicated from Samsung.com if possible. 2 Reviews with less than 3* reviews are responded to quickly. 2 1 Research Highlights: 48% of shoppers are reading reviews more now than they were before the pandemic. Reviews are still crucial for shoppers heading in -store, with 63% say they’re researching online before heading in -store * Source: Bazaarvoice 2021 shopper experience index Ensure reviews are prominent on both PLPs and PDPs and are plentiful in number. 3

SAMSUNG PROPRIETARY AND CONFIDENTIAL 141 Reviews Syndication Process SAMSUNG DIGITAL TOOLKIT Product Status Lead Time Moderation Product must be active on Dotcom / Retailer site in order to match for syndication New content is held for 7 days post - moderation to ensure Dotcom retains SEO benefits Reviews that mention price/competitors/other details not relevant are not syndicated Day 1 Day 2 Day 9 Day 10 Day 14+ A new review is submitted on Dotcom site The review is passed through BV moderation and approved (required in order to syndicate) After SEO check, review is now eligible to syndicate to other dotcom/retailer sites Review should appear on other dotcom/retailer websites* *For dotcom/retailer sites using BV hosted display only Retailer Display Some retailers use a custom integration to control their review display, which can delay display of syndicated contents Retailer* refreshes their custom display and the review appears *For retailers who control their own review display

SAMSUNG PROPRIETARY AND CONFIDENTIAL 142 On -site Categories & Filters SAMSUNG DIGITAL TOOLKIT TVs We want to make it as easy as possible for consumers to discover and shop for series through links in the navigation and new filters on product listing pages. Ensure all product features are correctly tagged so they appear once filters are applied (e.g. height, finish, colour). Categories: TVs 8K TVs 4K TVs QLED TVs OLED TVs Neo QLED TVs HD TVs [Measurement in Inches] TVs 2023 TVs Samsung TVs

SAMSUNG PROPRIETARY AND CONFIDENTIAL 143 PLP Guidance SAMSUNG DIGITAL TOOLKIT 1 Minimum of 5 Samsung products to be included on the 1st page of all TV PLPs with Samsung in the top position. 2 Minimum of 5 Samsung products to be included on the 1st page of filtered PLPs. 3 Ensure relevant badging of specific functionality is included such as technical features e.g. Quantum Matrix Technology Pro, or use case functionality such as ‘Best For Movies’ or ‘Best For Gaming’ Messaging about the exclusivity of the new Samsung TV features should accompany specific functionality badging. Neo QLED 8K Latest Smart TV Competitor Crystal UHD Competitor Competitor Competitor Samsung Samsung Samsung Samsung Samsung Competitor Competitor Samsung Competitor Samsung Samsung Competitor Samsung Competitor Quantum Matrix Technology Pro 3 1 2 Dolby Atmos®

SAMSUNG PROPRIETARY AND CONFIDENTIAL 144 SAMSUNG DIGITAL TOOLKIT Search Result 2 1 Search results to be accurately mapped to the product name & keyword. Header must include official product name Official Product Name Thumbnail 2 Thumbnail to match relevant search terms. 2 1 Samsung TV Search 3 Search terms need to be at top position of search results. Mandatory keywords to rank for are: 3 Generic Terms Branded Terms TV Smart TV OLED TV QLED TV UHD TV 4K TV 8K TV Samsung TV Samsung Neo QLED Samsung QLED Samsung OLED Crystal UHD Samsung 4K TV Samsung 8K TV Onsite Search Results Criteria

SAMSUNG PROPRIETARY AND CONFIDENTIAL 145 SAMSUNG DIGITAL TOOLKIT “Samsung TV” 1 Competitors should not show in Samsung branded search or suggested searches 2 Results are relevant to search terms and the most popular product is shown first 1 278 products Search Results Samsung TV SAMSUNG FLAGSHIP PRODUCT IMAGE SAMSUNG PRODUCT IMAGE LG PRODUCT IMAGE SAMSUNG PRODUCT IMAGE SAMSUNG PRODUCT IMAGE Sony PRODUCT IMAGE SAMSUNG PRODUCT IMAGE SAMSUNG PRODUCT IMAGE SAMSUNG FLAGSHIP PRODUCT IMAGE Filter Cost □ Up to £500 □ From £400 to £1000 □ £1000 and above Size □ 45” □ 55” □ 65” Brand □ Samsung □ LG □ Sony □ Panasonic Suggested Search Samsung Neo QLED TVs Samsung OLED TVs Samsung TV Search SAMSUNG FLAGSHIP PRODUCT IMAGE SAMSUNG PRODUCT IMAGE SAMSUNG PRODUCT IMAGE 2 3 Search results to be accurately mapped to the product name & keyword. Header must include official product name Onsite Search Guidance

SAMSUNG PROPRIETARY AND CONFIDENTIAL 146 SAMSUNG DIGITAL TOOLKIT 1 Samsung products should be featured in suggested products 2 Samsung products should be featured prominently in results, with the new models being more visible. The ‘Brand’ filter should showcase Samsung initially without having to select ‘more’. SAMSUNG PRODUCT IMAGE PRODUCT IMAGE TV SAMSUNG FLAGSHIP PRODUCT IMAGE PRODUCT IMAGE 945 Products PRODUCT IMAGE SAMSUNG PRODUCT IMAGE PRODUCT IMAGE PRODUCT IMAGE SAMSUNG PRODUCT IMAGE PRODUCT IMAGE Search Results Suggested Search TV Search 1 Neo QLED TVs QLED TVs OLED TVs 2 Filter Cost □ Up to £500 □ From £400 to £1000 □ £1000 and above Brand □ Samsung □ LG □ Sony Features □ 8K □ 4K □ QLED □ OLED Onsite Search Guidance TV

SAMSUNG PROPRIETARY AND CONFIDENTIAL 147 On -site search synonyms Samsung TVs QN900C QN800C S95C Samsung TV QLED series OLED Series Samsung QLED TV Samsung OLED TV Samsung 8K TV Samsung 4K TV New Samsung TV Samsang TV Smsasg TV Samsang TV Samsung QN900C TV Samsung QN900C QN900C TV QN900C New Samsung QN900C Samsang QN900C Smsasg QN900C Smsasg QN900C glaxy QN900C galxy QN900C glxy QN900C Samsung QN800C TV Samsung QN800C QN800C TV QN800C New Samsung QN800C Samsang QN800C Smsasg QN800C Smsasg QN800C glaxy QN800C galxy QN800C glxy QN800C Samsung S95C TV Samsung S95C S95C TV S95C New Samsung S95C Samsang S95C Smsasg S95C Smsasg S95C glaxy S95C galxy S95C glxy S95C TV SAMSUNG DIGITAL TOOLKIT Essentials: On -site search When searching with the following keywords, QLED models should be shown on the top of the product listing page as the latest TV model. Keyword synonyms to ensure results are returned correctly. This can also be used for misspelling campaign setups in paid search . Samsung TVs QN900C QN800C S95C Samsung TV QLED series OLED Series Samsung QLED TV Samsung OLED TV Samsung 8K TV Samsung 4K TV Samsung QN900C TV Samsung QN900C QN900C TV QN900C New Samsung QN900C Samsung QN800C TV Samsung QN800C QN800C TV QN800C New Samsung QN800C Samsung S95C TV Samsung S95C S95C TV S95C New Samsung S95C

SAMSUNG PROPRIETARY AND CONFIDENTIAL Customer Acquisition 148 04

SAMSUNG PROPRIETARY AND CONFIDENTIAL 149 Paid search compliance checklist A checklist to provide guidance for best- in-class paid search execution. Ad exclusivity When bidding on Samsung terms, ads should focus entirely on the Samsung product and the benefits of the product without menti oni ng other brands. Unbranded coverage During pre -order x should be included where appropriate in u nbranded keyword ads (e.g., 8K TV). Listings to have optimised copy and reasons to buy to maximise visibility and conversion rate. Landing page exclusivity Landing page content (including pages from sitelinks on x ads) should be exclusive to Samsung with no mention of other brands . Negative keywords From the start of activity, negative keywords should be used covering - but not limited to: Explode, Fire, Recall. Partners should also not reference terms such as ‘Cheap’, ‘Discount’, ‘Deal’ in ad copy or extensions. Keyword coverage Retailers are encouraged to share keyword lists with their Samsung Channel Engagement Manager. This is for feedback on any ad ditional keywords or recommendations on longtail search terms. Ad extensions Ad Extensions should be used to show key offers, Location Extensions to nearest store, Call Extension to call centre, Message Ex tension for live chat, Reviews and Price Extension to show device cost.

SAMSUNG PROPRIETARY AND CONFIDENTIAL 150 Copy considerations Ensure consistent product naming (i.e., device name and correct capitalisation), as well as consistent application of product USPs in line with Samsung guidelines. Internal links Internally link to compatible product pages to improve search ranking and customer experience. We recommend adding a module with link from compatible product and accessories pages. META text Prioritise device name, brand and USP in line with customer search trends. Meta text should be live in time for Pre- Order. Search listings Use structured data to enhance search listings (e.g. price, stock availability and user reviews). SEO Compliance Copy length Reviews should be displayed on Product Pages when available. Frequently Asked Questions and answers are provided to enable additional content to be included on Product Pages to aid SEO and conversion barriers. Structured Data Ensure structured data is populated with: name, image, description, SKU, brand, rating, price, URL, review, in order to help Google better understand the components of the page. SAMSUNG DIGITAL TOOLKIT

SAMSUNG PROPRIETARY AND CONFIDENTIAL META Title Guidance 151 Objective To improve search listings by making them clear and compelling, with all key information captured in order to drive more click through from search results page. Output 60 Character optimised META Title. Content Principles Include Key Features according to the hierarchy and high search volume. Use a pipe (|) to separate information in the title. Any retailer information to go at the end. Content formula Exact ordering dependent on retailer but would recommend : Prioritised at the start: Samsung + Resolution + Size as these are the key considerations for TV purchasers. Samsung Resolution Size Screen Type Category Keyword Example formula SAMSUNG DIGITAL TOOLKIT Research Highlights: - Comprehensive product titles were most preferred as they help users understand the core attributes and features of a product - Comprehensive product titles: catch users’ attention vs basic titles; suggest the product offers a wide range of features; provides them with key information to prompt them to find out more about the product *Source: Samsung Simulated Multi -Variant Testing March 2021 Samsung 8K 65” Smart TV Neo QLED Model Number & Year QN900C 2023

SAMSUNG PROPRIETARY AND CONFIDENTIAL META Description Guidance 152 Objective 160 -character optimised description with key product features and retailer USPs. Content Principles Write the full name of the product according to the naming template. Prioritise the use of keywords with regard to the hierarchy and search volume. Any retailer information (e.g., “finance options ," or "Free next day delivery.") to go at the end. Example c ontent formula Samsung Size Retailer specific Samsung 65” TBC Intro Get the Enjoy your movies in vivid detail, brightness, colour & contrast Feature See your content in full 8K Feature SAMSUNG DIGITAL TOOLKIT Research Highlights: - Comprehensive product titles were most preferred as they help users understand the core attributes and features of a product - Comprehensive product titles: catch users’ attention vs basic titles; suggest the product offers a wide range of features; provides them with key information to prompt them to find out more about the product *Source: Samsung Simulated Multi -Variant Testing March 2021 Smart TV Keyword Model QN900C

SAMSUNG PROPRIETARY AND CONFIDENTIAL Structured Data 153 SAMSUNG DIGITAL TOOLKIT Objective Ensure structured data is populated with; name, keyword, image, description, SKU, brand, rating, price, URL, review, in order to help Google better understand the components of the page. At the moment there is very limited structured data present on the listings. Adding elements such as reviews, price and available would be extremely beneficial. See example of other Samsung ranges with structured data present. Structured Data Example content formula Research Highlights: - Comprehensive product titles were most preferred as they help users understand the core attributes and features of a product - Comprehensive product titles: catch users’ attention vs basic titles; suggest the product offers a wide range of features; provides them with key information to prompt them to find out more about the product *Source: Samsung Simulated Multi -Variant Testing March 2021

SAMSUNG PROPRIETARY AND CONFIDENTIAL 154 SAMSUNG DIGITAL TOOLKIT To localise & add local insights Overall, searches for TV are driven by the broad generic searches with users looking for inspiration to identify the type of TV or model they’d like to purchase. Searches typically centers around retailers & tv measurements to understand the TV available for specific sizes or in specific retailers. Branded search volume is much lesser compared to the generic searches – constituting only 11% of the total searches for the TV category Type Keywords Avg. Search Volume Generic TV Currys TV Smart TV 32 inch smart tv argos tv 32 inch tv 65 inch tv 50 inch tv 55 inch tv tv for sale 40 inch smart tv 4k tv Asda tv 246,000 135,000 135,000 90,500 74.000 60,500 60,500 49,500 49,500 49,500 40,500 40,500 40,500 Brand samsung tv sky glass tv lg tv 74,000 49,500 40,500 Keyword Search Insights – General Landscape Data source: SEMRUSH & Google Keyword Planner 0 5,00 0,000 10,00 0,000 15,0 00,000 Sep-19 No v-19 Jan-20 Mar-20 May-20 Jul-20 Sep-20 No v-20 Jan-21 Mar-21 May-21 Jul-21 Sep-21 No v-21 Jan-22 Mar-22 May-22 Jul-22 TV Monthly Search Volume Branded Generic

SAMSUNG PROPRIETARY AND CONFIDENTIAL Wa r r a n t y O p t i o n s 155 SAMSUNG DIGITAL TOOLKIT Ensuring the warranty and replacement details are prominent on the PDP can give the user peace of mind when purchasing expensive high -end items. Warranty Details Replacement Details Research Highlights: The majority of participants recalled the warranty length accurately (64%), followed by 23% stating that they couldn’t remember or didn’t notice it on the page. 63% of participants selecting a warranty as being very important and 31% selecting somewhat important when deciding which TV to purchase. Warranty length recall and importance correlate well together with 64% of participants who recalled the warranty correctly also selecting it as very important (45%) or somewhat important (19%). *Source: Samsung Simulated Multi -Variant Testing March 2021 Main Product Image Reviews • Key Features / Bullet Points • Key Features / Bullet Points • Key Features / Bullet Points • Key Features / Bullet Points Example Plan Carousel Add to Cart Price Alternate Colours Example Finance Plan Samsung 8K 65” Neo QLED Smart TV QN900C 2023

SAMSUNG PROPRIETARY AND CONFIDENTIAL Sell -Out Platform & Offer 156 SAMSUNG DIGITAL TOOLKIT Samsung 8K 65” Neo QLED Smart TV QN900C 2023 Product Lead Image Add to Cart • Key Features / Bullet Points • Key Features / Bullet Points • Key Features / Bullet Points • Key Features / Bullet Points Product Name Bundle Offer Add Bundle to Cart Bundle Price £ Communicating affordability through available purchase options, promotions & offers at multiple stages of the customer journey: • PDP • Basket • Payment Sell- Out Platform (Affordability) Ensure all available purchase options are clear to the user: • Trade -Ins • Instalment / Monthly Contracts • Upgrade Options Offers Ensure all available offers are communicated: • Pre -Order Gift/Bundle • Eco -Bundle Offer Promo/Offer Details S/O Platform

SAMSUNG PROPRIETARY AND CONFIDENTIAL Shipping SAMSUNG DIGITAL TOOLKIT Shipping costs should be prominently displayed across the PDP. If an offer is in place, articulate this clearly across multiple touch points including the homepage, and the listings page. It’s crucial that the shipping cost is displayed on the basket page, so the user understands the full price of the purchase. If there is an option for free shipping over a certain price, utilise on site functionality to try upsell to the user. Example Function; Shipping discount functionality Add to Cart Learn more Samsung Is now in your basket Samsung 8K 65” Neo QLED Smart TV QN900C 2023 Spend £X more to qualify for free shipping! You may also like

SAMSUNG PROPRIETARY AND CONFIDENTIAL Provide opportunities for trade- up SAMSUNG DIGITAL TOOLKIT Where applicable encourage opportunities for users to trade -up at: • PLP • PDP Example Function; - Compare Function/Toggle Samsung 8K 65” Neo QLED Smart TV QN90B 2022 Product Lead Image Add to Cart • Key Features / Bullet Points • Key Features / Bullet Points • Key Features / Bullet Points • Key Features / Bullet Points Product Name Research Highlights: - Over 50% of users would consider purchasing a complementary product with a Samsung product, when prompted - Communicating the benefits of compatible products increased purchase consideration from 7% to 14% (vs. promoting the product as a bundle/add on with no explanation of Features and Benefits). - Complimentary products are most noticeable when placed higher up on the page.* *Source: Samsung Simulated Multi -Variant Testing March 2021 For Older Models £1,299.00 Compare Trade -Up (Pop -Up Details) Samsung 8K 65” Neo QLED Smart TV QN900C 2023 Example structure

SAMSUNG PROPRIETARY AND CONFIDENTIAL Key areas to leverage cross -sell SAMSUNG DIGITAL TOOLKIT Example structure Research Highlights: - Over 50% of users would consider purchasing a complementary product with a Samsung product, when prompted - Communicating the benefits of compatible products increased purchase consideration from 7% to 14% (vs. promoting the product as a bundle/add on with no explanation of Features and Benefits). - Complimentary products are most noticeable when placed higher up on the page.* *Source: Samsung Simulated Multi -Variant Testing March 2021 Ecosystem Experience Communicating the complementary, compatible Samsung Ecosystem products at relevant points in the customer journey is crucial to encourage customers to consider additional products. Encourage users to leave product reviews for cross - sell items. Example Function; - PDP build a bundle Samsung 8K 65” Neo QLED Smart TV QN900C 2023 Product Lead Image Add to Cart • See every detail come to life through -fine contrast with Quantum Matrix Technology Pro • Enjoy your content in full 8K regardless of the original resolution with the Neural Quantum Processor 8K • Infinity Screen maximises your viewing experience with a near -invisible bezel • Enjoy an Immersive & multi -dimensional sound with Samsung’s new top channel speaks & Dolby Atmos® Product Name Samsung Add Bundle to Cart Bundle Price £... £1,299.00

SAMSUNG PROPRIETARY AND CONFIDENTIAL Key areas to leverage cross -sell SAMSUNG DIGITAL TOOLKIT Example structure Ecosystem Experience Communicating the complementary, compatible Samsung Ecosystem products at relevant points in the customer journey is crucial to encourage customers to consider additional products. Encourage users to leave product reviews for cross - sell items. Example Function; - Related/Recommended Products Samsung 8K 65” Neo QLED Smart TV QN900C 2023 Product Lead Image Add to Cart • See every detail come to life through -fine contrast with Quantum Matrix Technology Pro • Enjoy your content in full 8K regardless of the original resolution with the Neural Quantum Processor 8K • Infinity Screen maximises your viewing experience with a near -invisible bezel • Enjoy an Immersive & multi -dimensional sound with Samsung’s new top channel speaks & Dolby Atmos® Samsung Q990C Sound Bar Related Products Research Highlights: - Over 50% of users would consider purchasing a complementary product with a Samsung product, when prompted - Communicating the benefits of compatible products increased purchase consideration from 7% to 14% (vs. promoting the product as a bundle/add on with no explanation of Features and Benefits). - Complimentary products are most noticeable when placed higher up on the page.* *Source: Samsung Simulated Multi -Variant Testing March 2021 £1,299.00

SAMSUNG PROPRIETARY AND CONFIDENTIAL Key areas to leverage cross -sell SAMSUNG DIGITAL TOOLKIT Research Highlights: - Over 50% of users would consider purchasing a complementary product with a Samsung product, when prompted - Communicating the benefits of compatible products increased purchase consideration from 7% to 14% (vs. promoting the product as a bundle/add on with no explanation of Features and Benefits). - Complimentary products are most noticeable when placed higher up on the page.* *Source: Samsung Simulated Multi -Variant Testing March 2021 Onsite Placement Leveraging onsite functionality to disrupt purchase journey (e.g. pop -ups). Over 50% of users would consider purchasing a complementary product with a Samsung product, when prompted* Example Function; - Pop up Example structure Add to Cart Learn more Samsung 8K 65” Neo QLED Smart TV QN900C 2023 is now in your basket Samsung Q990C Sound Bar You might also like

SAMSUNG PROPRIETARY AND CONFIDENTIAL Key areas to leverage cross -sell SAMSUNG DIGITAL TOOLKIT Research Highlights: - Over 50% of users would consider purchasing a complementary product with a Samsung product, when prompted - Communicating the benefits of compatible products increased purchase consideration from 7% to 14% (vs. promoting the product as a bundle/add on with no explanation of Features and Benefits). - Complimentary products are most noticeable when placed higher up on the page.* *Source: Samsung Simulated Multi -Variant Testing March 2021 Checkout Ensure checkout functions offer ‘add to basket’ options at each stage, with simple integration. Checkout should offer specific product options that are easily added to basket. Example Function; - Checkout add -to -basket Example structure Your basket Product Lead Image Go to checkout Product Name Quantity: 1 Total Price £... Samsung Q990C Sound Bar Samsung Q600C Sound Bar Free Delivery Click & Collect Today Add to Cart Add to Cart Why not also try...

SAMSUNG PROPRIETARY AND CONFIDENTIAL Basket Guidance SAMSUNG DIGITAL TOOLKIT 1 Clear product summary is present including correct product naming, colour, spec, quantity and product image. 2 Trade up and cross -sell modules/messages are present, promote the preferred Samsung product. 3 No mention of competitor products. 2 1 Your Basket LEAD IMAGE Go to Checkout £ Samsung 8K 65” Neo QLED Smart TV QN900C 2023 Frequently bought together SAMSUNG PRODUCT SAMSUNG PRODUCT COMPETITOR PRODUCT Add to Cart Add to Cart Add to Cart • See every detail come to life through fine contrast with Quantum Matrix Technology Pro • Enjoy your content in full 8K regardless of the original resolution with the Neural Quantum Processor 8K • Infinity Screen maximises your viewing experience with a near -invisible bezel • Enjoy an Immersive & multi -dimensional sound with Samsung’s new top channel speakers & Dolby Atmos® IMAGE 4 IMAGE 2 IMAGE 3 3

SAMSUNG PROPRIETARY AND CONFIDENTIAL Te x t A d G u i d a n c e SAMSUNG DIGITAL TOOLKIT 1 Samsung is mentioned first in main ad text (e.g. meta description) if possible/if other brands are mentioned. 2 Samsung is mentioned in sitelinks/call outs if used (leading to PLPs filtered for Samsung products, flagship Samsung devices and Samsung brand pages). 3 Ad leads to a page where Samsung products are featured prominently. 3 Samsung Samsung TV Samsung Samsung Samsung Samsung Samsung Samsung Samsung 2 1 Samsung Samsung Samsung Latest Smart TV Keyword example: “Smart TV”

SAMSUNG PROPRIETARY AND CONFIDENTIAL Te x t A d G u i d a n c e SAMSUNG DIGITAL TOOLKIT Keyword example. “Samsung QLED TV ” 1 Ad text is specific to Samsung, add keywords (e.g. Smart TV), and highlight the main features. 2 Callouts and sitelinks are used to mention specific flagship products and link users to relevant PDPs. 3 If the landing page is a listing page, filtering is enabled to only display relevant Samsung products. 3 Samsung Samsung TVs Samsung Samsung Samsung Samsung Samsung Samsung Samsung Samsung QN900C The powerful evolution of Neo QLED 8K delivers unimaginable details expressed in both the darkest blacks to the purest whites with x1.5 more lighting zones than normal Quantum Matrix Technology. Samsung's unique multi -intelligent processor creates the best viewing experience. Brilliant 8K AI Upscaling completed by 64 different neural networks ensures you feel the full power of 8K, no matter what the original content is. Buy now 1 2

SAMSUNG PROPRIETARY AND CONFIDENTIAL Te x t A d G u i d a n c e SAMSUNG DIGITAL TOOLKIT 1 Ad text is specific to model. 2 Landing page leads to the correct product. 3 Callouts are an opportunity to succinctly highlight USPs if unable to be used in headline or description text. 1 2 3 4 Competitors are not mentioned in ad text or ad extensions. Samsung Buy now 4 Keyword Example. “Samsung QN900C” Samsung Samsung Samsung Samsung Samsung SONY BRAVIA XR- 65A84KU The powerful evolution of Neo QLED 8K delivers unimaginable details expressed in both the darkest blacks to the purest whites with x1.5 more lighting zones than normal Quantum Matrix Technology. Samsung's unique multi -intelligent processor creates the best viewing experience. Brilliant 8K AI Upscaling completed by 64 different neural networks ensures you feel the full power of 8K, no matter what the original content is.

SAMSUNG PROPRIETARY AND CONFIDENTIAL Shopping Ad Guidance e.g. “TV” SAMSUNG DIGITAL TOOLKIT 1 Samsung products are promoted. 2 Listings have optimised copy to maximise visibility and conversion rate. 2 Title is 150 characters or less, with the most important info in the first 70 characters. Best Practice: Brand + Resolution + Size + Screen Type Product description calls out key features in a natural way Most popular SAMSUNG PRODUCT IMAGE Samsung 8K 65” Neo QLED Smart TV QN900C 2023 PRODUCT IMAGE Product Title Product description here £600 PRODUCT TITLE £PRICE RETAILER (50,000) SAMSUNG PRODUCT IMAGE PRODUCT TITLE £PRICE RETAILER (50,000) PRODUCT IMAGE PRODUCT TITLE £PRICE RETAILER (50,000) PRODUCT IMAGE PRODUCT TITLE £PRICE RETAILER (50,000) PRODUCT IMAGE PRODUCT TITLE £PRICE RETAILER (50,000) PRODUCT IMAGE TV £3,799 The powerful evolution of Neo QLED 8K delivers unimaginable details expressed in both the darkest blacks to the purest whites with x1.5 more lighting zones than normal Quantum Matrix Technology. Samsung's unique multi -intelligent processor creates the best viewing experience. Brilliant 8K AI Upscaling completed by 64 different neural networks ensures you feel the full power of 8K, no matter what the original content is. 2

SAMSUNG PROPRIETARY AND CONFIDENTIAL Shopping Ad Guidance e.g. “Samsung TV” SAMSUNG DIGITAL TOOLKIT 1 Only Samsung products are promoted, no competitors are present. 2 Flagship and commercially important products are prioritised. 3 Title is 150 characters or less, with the most important info in the first 70 characters. Best Practice: Brand + Resolution + Size + Screen Type 3 Listings have optimised copy to maximise visibility and conversion rate. 2 1 LG PRODUCT IMAGE LG OLED evo C2 83'' 4K Smart TV Product description here Delivery Information £5,499 SAMSUNG PRODUCT IMAGE Samsung 8K 65” Neo QLED Smart TV QN900C 2023 The powerful evolution of Neo QLED 8K delivers unimaginable details expressed in both the darkest blacks to the purest whites with x1.5 more lighting zones than normal Quantum Matrix Technology. Samsung's unique multi -intelligent processor creates the best viewing experience. Brilliant 8K AI Upscaling completed by 64 different neural networks ensures you feel the full power of 8K, no matter what the original content is. £3,799 SAMSUNG FLAGSHIP PRODUCT IMAGE Flagship model Product description here Delivery Information £60 a month Samsung TV

SAMSUNG PROPRIETARY AND CONFIDENTIAL Shopping Ad Guidance SAMSUNG DIGITAL TOOLKIT e.g. “Samsung QN900C” 1 Only this Samsung product is promoted, no competitor listings to be present. 2 Listings have optimised copy to maximise visibility and conversion rate. 2 LG PRODUCT IMAGE LG OLED evo C2 83'' 4K Smart TV Product description here Delivery Information £5.499 SAMSUNG PRODUCT IMAGE Samsung 8K 85” Neo QLED Smart TV QN800C 2023 Product description calls out key features in a natural way Delivery Information £3,799 SAMSUNG FLAGSHIP PRODUCT IMAGE Samsung 8K 65” Neo QLED Smart TV QN900C 2023 The powerful evolution of Neo QLED 8K delivers unimaginable details expressed in both the darkest blacks to the purest whites with x1.5 more lighting zones than normal Quantum Matrix Technology. Samsung's unique multi - intelligent processor creates the best viewing experience. Brilliant 8K AI Upscaling completed by 64 different neural networks ensures you feel the full power of 8K, no matter what the original content is. £1,200 Samsung QN900C Title is 150 characters or less, with the most important info in the first 70 characters. Best Practice: Brand + Resolution + Size + Screen Type 1

SAMSUNG PROPRIETARY AND CONFIDENTIAL Display Recommendations SAMSUNG DIGITAL TOOLKIT 1 Each display advert must feature the Samsung logo, product name, image and a clear call -to -action prompt. The 80:20 co branding rule must be adhered to (80% Samsung branding, 20% retailer). 2 For each advert, ensure there are several variations in size, to allow the advert to appear in horizontal, vertical and square placements. Dynamic ads can serve several messages, useful for product information and sales. 1 Samsung Logo Buy/Shop Now CTA Button Product Image Product Name List of Features or special offers Retailer Logo Samsung Logo Buy/Shop Now CTA Button Product Image Product Name List of Features or special offers Retailer Logo 2 TV

SAMSUNG PROPRIETARY AND CONFIDENTIAL Display Recommendations SAMSUNG DIGITAL TOOLKIT 4 Use custom audiences to research the profile of people searching for TVs online to help tailor your messaging. 3 Target users that are in -market for TVs. Test smaller audience targets, such as business professionals for and people that have started a business. 5 Activate remarketing audiences to target users that have dropped off across the customer journey. Utilise lookalike audiences of purchases to prospect for more users of similar behaviour. Samsung TVs 4 3 5

SAMSUNG PROPRIETARY AND CONFIDENTIAL Content Exclusions for Brand Positioning SAMSUNG DIGITAL TOOLKIT 7 Avoid sensitive content to avoid negative content association. 8 Avoid low quality placements such as below -the -fold and parked domains so we maintain luxury positioning. Avoid live streams to avoid potential inclusion in controversial streams. 6 Exclude content that is not yet labelled to avoid potential inclusion in controversial content. 6 7 8

SAMSUNG PROPRIETARY AND CONFIDENTIAL Paid Display & Social - Remarketing SAMSUNG DIGITAL TOOLKIT PDP Add to Cart Payment Checkout There are several points where users may potentially drop -off in the consumer journey. With that, we need to create specific user segments* based the point of their drop -off to deliver relevant messaging to encourage purchase. This would allow our ads to be more personalised based on the user behaviour. Key Purchase Journey Milestones Audience Segment Segment Definition PDP Visitors Cart Abandoners Incomplete Checkout Payment Drop -offs Samsung Users - CRM Viewed PDPs AND NOT purchase Added to Cart AND NOT purchase Initiates Checkout AND NOT purchase Initiates Payment process AND NOT complete purchase Past Buyers of Samsung TVs Note: *Due to changes to changes in IOS14, Facebook has standardised the tracking events via pixels to 8 standard & custom events. Seg mentation of these audiences may vary and dependent on individual retailer event setup

SAMSUNG PROPRIETARY AND CONFIDENTIAL Affiliates C ategory Selection Recom m en dation SAMSUNG DIGITAL TOOLKIT Affiliates have strong followings and perceived authority in shaping user perceptions. Activating them allows us to reach the se audiences and persuade them to consider and buy Samsung TVs such as Neo QLED TVs. Including these affiliates also allows us to reach adjacent categories that are design bas ed. Type Content & News Sites Review/Comparison Sites Blogs/Vlogs Consumer Consumer Tech Audio / Visual Lifestyle Consumer Tech Audio / Visual Price Comparison Sites/Aggregators Consumer Tech Audio / Visual Lifestyle Research Highlights: - TV Intenders consider reviews to be of medium importance in their decision making. *Source: SmartLab+ | TV Panel | UK | April 2021

SAMSUNG PROPRIETARY AND CONFIDENTIAL The powerful evolution of Neo QLED 8K delivers unimaginable details expressed in both the darkest blacks to the purest whites with x1.5 more lighting zones than normal Quantum Matrix Technology. Example Retailer tagged a product from their shop. Organic Social Recommendations SAMSUNG DIGITAL TOOLKIT 1 For organic product posts, make sure key product details are highlighted (brand, model, USPs) either in the creative or description, with a clear call -to -action that sends users to a relevant landing page. We recommend A/B testing the placement of product USPs, in the creative vs description. 2 Ensure the messaging is on -brand and will appeal to the target demographic audience. Avoid copy that makes any products feel cheap or discounted. 3 Once products are added to the retailer shop sections, organic posts tagging the products, highlighting its features, can help raise awareness and user action. 1 3 E.g. Introducing the Samsung QN900C 8K TV... Buy/Shop Now CTA Button Retailer Logo PRODUCT IMAGE Text overlay contains: Version 1: Samsung Logo Price Product name Call -to -action Version 2: Samsung Logo USPs Product name Call -to -action

SAMSUNG PROPRIETARY AND CONFIDENTIAL Organic Social Recommendations SAMSUNG DIGITAL TOOLKIT 4 Ensure that all Samsung premier products have been added to the Shop section and appear in relevant keyword searches, such as “8K TVs”. 5 All product listings must have key details included such as model, power, and running time. The landing page must be specific to the product and feature no competitor products. The related products should also be relevant to the quality of the product and where possible, no feature competitor products. 4 Sort by: Relevance Sort & Filter Min Price Max Price q In stock q On sale Samsung Neo QLED QN900C £1,499.00 Samsung Neo QLED QN800C £1,299.00

SAMSUNG PROPRIETARY AND CONFIDENTIAL Paid Social Recommendations SAMSUNG DIGITAL TOOLKIT 1 Each advert should include key information such as brand and product name as well as call -outs on USPs. Carousel style adverts help utilise several images and can help explain several concepts at once. 2 The landing page should reflect the product(s) advertised with no competitor products displayed. Ensure UTM parameters are used to measure and track the impact of adverts and targeting options. 3 Ensure each advert has a range of creatives and that it is shown on a variety of platforms (Facebook, Instagram) and placements (News Feed, Stories). 4 Ensure your campaigns are segmented by relevant targeting. Product remarketing will be effective for conversion, while interest targeting can provide greater reach. 5 Make sure all placements are on -brand and that Brand Safety measures have been considered ahead of launching paid activity. During promotional periods, review spammy comments and undesirable locations that ads have appeared in. 1 Retailer Logo Sponsored Carousel Image 1 PRODUCT IMAGE WITH TEXT OVERLAY OF KEY FEATURE Carousel Image 2 PRODUCT IMAGE WITH TEXT OVERLAY OF KEY FEATURE KEY FEATURE Shop Now KEY FEATURE Shop Now Push your viewing experience to the limit with the Samsung QN900C 8K smart TV. Thanks to a nearly -invisible bezel, black edges are shrunk to almost nothing, and and slim frame removes any distractions so you can get a more immersive viewing experience.

SAMSUNG PROPRIETARY AND CONFIDENTIAL 178 Thank you